The Première Agence de Microfinance (PAMF) has a modest market share nationally but is one of the leading institutions in the north of the country, where it is the sole operator. During the 2010-2011 political crisis, several microfinance institutions and banks closed but PAMF remained open, which helped it build a good reputation with the local population. With the restoration of normalcy, PAMF was able to attract new clients owning to its strong reputation and customer loyalty. There remains huge potential for growth in the market.